One Shoe Fits All Countries
Sandeep Kataria was the first Indian CEO of Bata in 2020. And you thought Bata was an Indian brand! Sure it has dominated the Indian footwear market since 1931.?
But Bata is headquartered in Switzerland - you know where we get great chocolates and cheese.?
The company was founded in 1894, in Czechoslovakia by Tomas Bata - one of the siblings of the legacy shoemaker family. By 1930, the company had factories in over 30 countries. Yet somehow, at first glance, Bata looks like a homegrown brand.?
As they should, Bata has invested in creating the illusion of being a homegrown brand for Africa, India, the UK and more.?
Glocalisation - Another name for Dochakuka?
Glocalisation or Global Localisation is an elaborate strategy. The origin of this concept dates back to a Japanese Farming theory called Dochakuka. And it came to light because Japan was struggling.?
When the harvest wasn’t as productive as it could have been, Dochakuka allowed them to adapt farming habits to local conditions. The process was a better approach than one-size-fits-all and it went three-fold:?
Instead of having a single attitude towards all conditions of land - they categorised their crops to suit respective weather conditions and attained fabulous food.?
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Glocalisation is a rendition of this concept which has allowed many multinational companies to adapt to the local taste.?
And Bata did something great with it!?
Bata - The Good Colonisers?
Notice how Bata is a common word despite being a family surname. This is one of the key reasons for it being assumed as a local brand.?
It set up its first shop in Kolkata, West Bengal in an area called Batanagar. That was a masterstroke in establishing itself as a local brand. But didn’t stop there. They provided better living conditions for its employees around the factory which came to be known as Bata Colony.?
Similarly, there were found more ‘Bata’s in different countries like Nigeria’s Aba Bata Street, Nairobi’s Bata Road, and in 2018 ventured into the ‘Shoe Capital’ in the Philippines.?
“The best companies are realising that their marketing needs to be more than just about selling a product or service; it needs to be about making a positive impact on society” - said the father of modern marketing, Philip Kotler.?
Bata made schools, subsidiaries and housing at affordable prices. They also invested in healthcare for their workers within the society. Through these actions, the brand encouraged economic growth and urbanization.
As they came in well early in the game, Bata decided to create an environment that is holistic for all workers alike. They created ‘Bata Colonies’ in Africa, India, Indonesia and London that have uplifted the people and the economy to great lengths.?
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From Dochakuka to Glocal Advancement
Bata has a way of becoming a local brand in every country where they set their foot. Inspired by the popular Japanese concept, Bata aligned their strategies:?
Keeping it local - The Swiss brand ensures that it positions itself as a homegrown brand in respective countries. Therefore they market the products through local artists and local price placements.?
Warm Store Layout - Notice how Bata everywhere has a very open and warm welcome to the customers. The brand ensures that in every country, its customers feel welcomed and comfortable. Starting from staff to interiors, Bata promises a homely atmosphere in each experience.?
Shoes for the People - Many brands are successful because they maintain their niche design and product. But Bata decided to go the other way and make their products and designs close to the local and cultural necessities. They also make regular shoe donations to ensure?
Meeting the generation in India?
Indian middle class loves Bata. From school shoes to office footwear and casual wear - Bata is close to the heart of the middle class. However, the company had a lasting image of being a formal footwear brand.
In 2018, it broke that perception with ‘Surprisingly Bata’ - a new line of shoes that are trendy and quirky - captured GenZs featuring young celebrities like Kriti Sanon and Kartik Aryan.?
The brand to a high-end marketing approach towards Indian consumers with Bata Store On Wheels. Just as food carts perform, Bata intends to reach remote areas through a mobile shopping store like a van or a cart housing Bata’s footwear, accessories and clothing.?
Reformation One Shoe at a Time?
In Kenya, Bata Africa has created a very special place for themselves. Using similar strategies, Bata has positioned itself as a local brand. Unlike most brands that have a signature face as their ambassador - Bata tends to feature local celebs - which in turn connects the locals to the brand more deeply.?
Moreover, the brand provides great opportunities and initiatives for the reformation of Kenya - this includes the establishment of the Bata Children Program and participation in many initiatives like water sanitation and shoe donations. Their tagline ‘Bata Kenya Comfort’ resonated with the local community and ensured loyalty.?
Royal positioning in London?
The one reason behind the company’s long-lasting success is the detailed analysis of its target audience. For its London audience, Bata focuses on the youth’s increasing demand for sporty shoes and casual wear. Unlike many countries, Bata has positioned itself as a premium brand for its UK consumers.?
Stepping into the digital forum, Bata has collaborated with many influences and fashion bloggers to promote Bata’s campaign “Make Your Way”. This is vastly different from what we have seen in the past - with a message of having premium everyday wear that opens new doors.
Conclusion?
Bata relied on actions rather than just promotions in traditional marketing. They built colonies and estates to ensure loyalty from the people who benefited from the company. They only advertised during festivals and occasions, giving discounts and sales.
The company has understood the importance of modernising itself with changing times and that’s why see collaborations with young celebrities and influencers. They also make strategic collaborations with brands like Hush Puppies and Adidas to mutually benefit brand recognition and loyalty.?